Among the several mistakes that many entrepreneurs commit when they need to get featured in the press is considering strategic that which is tactical.

If there is a way I can simplify the core distinction between strategy and tactic, it is by defining strategy as a project and tactic as a single step among the many to accomplish that project.

If you are a football fan, you can consider it strategic that your favourite team trains properly during the week to perform at its peak until the end of the season, while it is tactical to win the match on Sunday to qualify for a European cup.

Strategy is a continuous process, while tactics are movements aligned with the process itself.

Strategy includes tactics, not vice-versa.

Strategy is where I want to be, what result I want to have achieved by a certain amount of time.Tactics are what I need to do on a consistent basis to accomplish the established goal.

That said, there are a few major errors that entrepreneurs who aren’t educated about broadcast PR commit on a consistent basis:

I have stated many times that the purpose of broadcast PR isn’t being viewed, listened to, or read by a large audience. The purpose of broadcast PR is to sell.
This looks like a bunch of theory put together, but it works as a matter of fact.
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If your broadcast PR campaigns have never increased the overall volume of your sales, it is mostly because of two reasons:

You did broadcast PR incorrectly.

Your brand positioning is wrong.

You can’t blame broadcast PR agencies for that. They are just intermediaries that get you what you ask them for: media coverage.

Their function isn’t to care about you, make you prosper, beat the competition, etc…

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"Branding is ruthless propaganda. Branding is communicating a specific, clear and simplified message, based on a differentiating proposition, in different ways through different channels over and over again, until it becomes a dogma that doesn't imply any additional explanation."